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Genre de la pratique et pratique du genre. Le port de la jupe par les hommes : une pratique de consommation déviante à (re)construire

Abstract : The Consumer Culture Theory postulates that gender is a social construct defined by a historical and cultural context. It is performed in everyday life by individuals through their practices and social interactions. Much research in consumer research has illustrated how gender can be made through consumer practices and how these practices contribute to its reproduction and invisibilisation. However, a body of work has also interrogated how transgressive consumer practices participate in the deconstruction of gender, and have the potential to disrupt the dominant cultural system. But while work has tended to interrogate reconfigurations of female consumers' femininity through their investment in male-dominated practices, there seems to be little work that has interrogated the role of consumer practices designated as feminine in reconfiguring consumers' masculinity. We identify that the frame of reference for legitimate performances of masculinity is hegemonic masculinity. This induces a construction of ideal masculinity in distance or even in opposition to femininity. Thus, we question transgressive masculinities through the study of the case of skirt wearers. Historically constructed as a feminine clothing practice, the wearing of the skirt distances its wearers from the framework of recognised and valued performances of masculinity. Through the career concept of deviant careers, we are able to highlight the conditions necessary for consumers to break out of the symbolic boundaries of hegemonic masculinity. We also highlight how deviant consumption practices participate in both the reappropriation of consumers' masculine performances, as well as a possible questioning of the legitimacy of the dominant system. We understand, however, that the need for recognition by the system pushes consumers to reproduce the dynamics of the dominant system and to redefine acceptable boundaries of transgressive practice. Consumer emancipation seems to be constructed in a complex dialectic with submission to the normative framework, and we raise the cost of hegemonic masculinity for men in relation to their consumption. This work hence aims to offer theoretical contributions on the themes of gender and social spaces of consumption, contributions on methodologies adapted to the study of sensitive research fields, as well as managerial contributions focused on gendered marketing and social spaces, identified in this work as tools of cultural legitimisation and so of political action.
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Submitted on : Monday, January 17, 2022 - 3:56:09 PM
Last modification on : Tuesday, October 4, 2022 - 3:10:28 AM


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  • HAL Id : tel-03483432, version 2


Coralie Lallemand. Genre de la pratique et pratique du genre. Le port de la jupe par les hommes : une pratique de consommation déviante à (re)construire. Gestion et management. Normandie Université, 2021. Français. ⟨NNT : 2021NORMR059⟩. ⟨tel-03483432v2⟩



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